Why Adding Fresh Content is Critical for Your Website’s Health

When you update your website with relevant, high quality content the search engines have even more information to provide for search queries.  In addition, the more you update your site the more the search engines will visit your site.  When the search engines visit your website, you have more opportunity to increase your rankings in the search engine results.  Search engines notice when something new is added to a website and then rearrange the site’s ranking.  A key point to remember when adding content is that it’s the quality that matters not the quantity.  Your content needs to be relevant, current and engaging if you want to impress the search engines.  Adding pages with low quality content that is filled with keywords will get you nowhere fast.  You may, in fact, get penalized for this.

Make Frequent Updates

Along with quality content updates, it’s important to update your website frequently and consistently.  When web crawlers are searching the Internet, they are looking for new web pages or updated web pages that can be indexed.  When you continually have new content to be indexed, it will help with how you rank in search engine results.  At Lodging Interactive, we know the importance of making frequent updates and adding fresh content, so our best practice is to add relevant content on an ongoing basis to each of our client’s websites.  We have seen tremendous results from this over the last year and the proof is in the numbers.

Below are metrics for content written about specific events around a hotel.

Lodging Interactive SEO and SEM hotel marketing services. Analytics.

Notice the increases in pageviews, unique pageviews, and time on page.  This is significant because it shows that people find the hotel content at different parts of their journey and over time, you will see a significant increase in sessions to your site.

Keyword Opportunities

As you add new content to your website, you are also creating opportunities to add keywords to your site.  By optimizing with keywords built strategically into your content, you will attract more visitors based on what your customers are searching for. Again, you don’t want to keyword stuff, but rather write engaging content that provides users with helpful information that just happens to have a few pertinent keywords written in.  Your content pieces should also be optimized with meta titles and descriptions to help with search engine results.

Provide Valuable Information

Of course, we want our content to help us win over the search engines and boost our rankings, but let’s not forget that our customers are really key in making our business successful.  So, above all we want the content we add to provide valuable information that customers are looking for.  Keep them in the know about what’s happening at your hotel, keep special offerings current and always provide information for future planning.  Yes, we want the loyalty of the search engines, but it’s equally important, if not more important, to build the loyalty of your customers.